A new report from Bacardi reveals how the nation is set to enjoy the summer drinking occasion.
Here, Jacob Briars – Global Head of Advocacy at Bacardi – reveals the trends to look out for this season.
All things Al Fresco
As lock down restrictions continue to ease across the nation and with a renewed emphasis on outdoor entertainment, it’s no surprise our data shows more than a third of those surveyed (39%) will be spending more time socialising outdoors this summer than ever before. In fact, this summer will mark a new era in al fresco summer drinking, with Brits planning on spending an average of 16 hours socialising outdoors.
Garden parties are back!
When it comes to outdoor get-togethers, the Great British Garden party is having a ‘moment.’ According to 71% of participants, hosting or attending a garden party is their favourite way to socialise this summer. What’s more, alongside traditional garden party fare – such as bunting, finger sandwiches and the classic Victoria sponge cake – summer drinks and cocktails have been revealed as a garden party go-to for two in five British consumers (41%).
Enjoying summer drinks in a pub garden or roof terrace (30%) and picnics in the park (24%) are also ways in which we’ll be enjoying the British Summer, with 44% of UK adults surveyed by Bacardi claiming they prefer to create their own al fresco drinking experiences despite pubs and bars reopening.
This summer has seen a surge in demand for classic and seasonal cocktails. Our data shows the Mojito and the Piña Colada (24%) take the joint top spot as the favourite summer cocktail for Brits, followed by the Gin Fizz (18%), Margarita (17%) and Cosmopolitan (11%).
Convenience is key
The rise of outdoor gatherings means that when it comes to summer drinks, convenience is key so it’s no surprise we’re seeing sales of cocktails in cans and cocktails-to-go skyrocket. Our research shows that 16% of sun-seeking socialites claim they plan to use a home-delivery or takeaway service from a local pub or bar to provide bar-quality summer drinks or cocktails at an outdoor summer gathering. What’s more, ease and convenience (24%) and supporting a local bar (23%) were the top reasons cited for opting to order a cocktail-to-go this summer.
Similarly, we are seeing the ‘cocktail in a can’ take off as the summer heatwave continues. Popular already for their convenience and portability, almost a quarter of those surveyed (24%) claimed they plan to purchase ready-to-drink cocktails or canned spirit and mixers for their socially-distanced summer get-togethers due to the fact they are portable and easy to keep cold.
BOMBAY SAPPHIRE® & Tonic ready-to-drink, or a spritz cocktail with just a few ingredients like the GREY GOOSE® & soda or a MARTINI® NON-ALCOHOLIC Vibrante Spritz are all great options for those looking to enjoy a socially distanced summer drinks.
Support for social distancing
In the wake of the ‘new normal,’ social distancing plays an important role in how Brits will be catching up with friends and family post lockdown.
When it comes to eating and drinking out, outdoor space is most likely to entice consumers back to a bar or restaurant(59%), with socially distanced tables (57%), hand sanitiser at the bar (53%) and contactless payments (52%) all playing a key role in meeting consumer demand.
Plus, with an increasing number of streets now pedestrianised across the UK’s major cities, British summertime drinking will have a distinctly European-feel this year with streets being transformed into terraces for bars and restaurants – much like the Med!
Stay-cay over Vay-cay
With travel restrictions proving a hindrance to summer getaways, the staycation is officially the new vacation, as our research shows 28% of participants are planning a holiday or mini-break in the UK this summer.
But not wanting to miss out on a taste of somewhere further afield, we’ll be theming our get-togethers with food & drink inspired by our favourite holiday destinations such as Italy (23%), Spain (18%) and France (12%).
For anyone planning their own summer staycation, Bacardi has a great selection of seasonal sippers to enjoy with friends and family. Why not try the Grey Goose Le Grand Fizz for a taste of the French Riviera or the Bacardi Mojito for a classic summer serve that offers a taste of the Caribbean.